In this research stream, we explore how bounded rationality, information overload, and brand familiarity shape consumer decision-making, particularly in high-information environments. We investigate how consumers, constrained by cognitive limitations, process product information and allocate attention when faced with overwhelming choices. Specifically, we examine information overload as a factor that increases cognitive strain, leading individuals to rely on familiar brands to simplify their decisions. We also analyze brand familiarity, focusing on how prior knowledge and brand loyalty impact attention and product preferences. To capture both conscious and subconscious decision-making processes, we utilize biometric measures, including eye-tracking to assess visual attention strategies and Galvanic Skin Response (GSR) to measure physiological arousal. By integrating these methods, this research stream provides a deeper understanding of how consumers navigate complex product choices, offering insights into decision-making behavior, user experience, and the role of cognitive effort in shaping preferences in real-world purchasing environments.